Web 3.0's Whaam!
Just as Roy Lichtenstein’s Whaam! 1963 seemed to blow abstract painting off the walls web 3.0 will change everything we call "website design". After creating Future of Web Design (http://sco.lt/7r6zkf) Haiku Deck I realized some shots were fired but not enough.
Web 3.0 powered by a ubiquitous web for people and things with semantic intelligence changes how we create websites and Internet marketing. Math will be a future web designer’s friend.
Websites will float based on predictive analytics and real time behavior. Behavior responded to with tested creative designed for personas and segments to CONVERT is more Google-like than anything web designers create now.
David Merrill's siftables are the best demonstration of how content will become intelligently self aware AND agnostic to the kind of hubificaiton web designers practice now.
Hubificaiton is about bringing THEM to US. APP-ificaiton is about creating agnostic widgets. Widgets easily placed anywhere (as Amazon's mini-cart widget demonstrates here: http://sco.lt/4iahNZ).
Web 3.0's mobile ubiquitous web will reversing hubification emphasis on traffic density (bring visitors into a hub). Distinctions will chante too. THEM and US will fade in favor of relevant experience (the commons).
In this context CONVERSION becomes an extension of an experience instead of the other way around. We rarely shop / search for things merely for the pleasure of the search.
We may start with one goal in mind and end up achieving a different set of goals, goals created on the fly in real time based on how the web responds to our journey, but our process feels like US.
Predictive analytics, personas, segments and an increasing amount of tested creative controlled by math means our unique feeling of US or ME may continue to exist, but THEIR sense of our next behavior mean this is a distinction without a difference.
If you fit a persona, that persona predicts what relevant content you need when the feeling of having Big Brother on your should could be overwhelming. Mutual benefit is why consumers won't revolt.
When websites convert 40% of their traffic, as Schwan's does now, their efficiency trumps density. Efficiency trumping density describes Web 3.0 perfectly.